Many wondered whether GM’s latest ad agency review for global creative duties was going to lead to the dumping of the Chevrolet’s “Chevy Runs Deep” tagline in favor of a new program.
Unveiled last October during the World Series, the motto was developed by U.S. agency Goodby Silverstein & Partners. But it didn’t sit well with gear heads and automotive aficionados, who grumbled that it didn’t truly represent the Bow Tie brand the way “See the USA in Your Chevrolet,” “Heartbeat of America,” “Like a Rock,” and “An American Revolution” did.
On Friday, however, GM officially stated that “Chevy Runs Deep” is here to stay, creative review notwithstanding.
“Chevy Runs Deep’ isn’t under review,” said GM spokesman Tom Henderson in an email. “We’re satisfied with the campaign, and do not anticipate changes.”
It would appear that the review’s main objective is to reduce complexity and to decrease the number of agencies on the Chevy account. As such, the process is less about the (creative) message and more about trimming marketing costs on a worldwide basis.
“This review is about finding efficiencies and becoming more effective in our global marketing operations,” Henderson said. “It is consistent with GM’s push to reduce complexities across the business. We hope to make a decision on a way forward, concurrent with a decision on our media-buying and -planning review, by the end of this year.”
The agency review will most likely not affect Goodby, although some may still be left dumbfounded about the tagline.
The GM Authority Take
It seems that GM is taking the “like it or not, it’s here to stay approach” here. Our question: what do you think of Chevy Runs Deep? Does it truly represent what Chevrolet is today… and what it was in the past?
Sound off in the comments.